KakaoStyle said on Feb. 5 that transaction value among people in their 30s on its style commerce platform Zigzag rose 30 percent from a year earlier. It said increased purchases by customers in their 30s are broadening the age range of users across the platform.

Based on Zigzag customer data for 2025, transaction value among people in their 30s rose 30 percent from a year earlier. Compared with 2023, it grew by about 2 times, or 90 percent.

Over the same period, the number of buyers in their 30s rose, with both buyer numbers and transaction value increasing over the past 3 years. It rose 25 percent from 2024 and 72 percent from 2023.

In particular, growth was strong last year among customers in their mid-to-late 30s. Transaction value for the 35 to 39 age group rose 45 percent from a year earlier and more than 130 percent from 2023. It was the steepest growth among the expansion in consumption by people in their 30s over the past 3 years. New sign-ups in the 35 to 39 group rose by about 50 percent from 2023. Over the same period, the increase in new sign-ups for all people in their 30s was 20 percent.

Slowand was the top shopping mall by transaction value among people in their 30s last year. It was followed by Benito, Realcoco, Baydeli and Kclub.

The brands with the highest transaction value among people in their 30s were Spao, Mixxo, Xexymix, 8 Seconds and Comfort Lab, with SPA brands taking the top two spots. On the designer brand select shop Selected, reasonably priced designer brands such as General Idea, Dunst, Siyazu and Mongdol were also popular.

Over the same period, in the beauty category, Bbia, Hince and Amorepacific ranked highest by transaction value. In the lifestyle category, Rafita, Pulio and ShinjiMoru ranked among the top for transaction value among people in their 30s.

A KakaoStyle official said, "Zigzag is diversifying from a consumption structure centered on people in their 20s to a structure in which various age groups continue their shopping experiences according to their own consumption standards." The official added, "We will strengthen personalized recommendation technology and selection competitiveness to solidify our position as a platform where people can consume according to diverse tastes regardless of age group."